Maslows hierarchy, Marketing Management

An evaluation of Maslow's needs hierarchy

Has been widely accepted in social science disciplines

Criticisms are that the concepts are too general and it can't be tested empirically

However can be a useful tool for understanding consumer motivations as consumer goods often serve to satisfy a need level

Offers a framework for developing advertising appeals on a need level and product positioning

Marketing applications of the needs hierarchy

Segmentation applications

Used as a basis for segmentation strategies in advertising campaigns

For example: soft drink ads targeting the youth market and stressing social appeal by showing a group of young people having and sharing good times

You are a members of an advertising team assembled to develop a promotional campaign for a new running shoe. Develop three slogans for this campaign, each based on one of the levels in Maslow's needs hierarchy?